The Yankee Candle Company’s 90,000 square foot retail and entertainment space in
Massachusetts had been known as the “Yankee Candle Flagship Store.” The name wasn’t exactly setting the world on
fire. C+K was challenged with increasing visitation and sales, so we changed the name and repositioned the place as a
family destination, not just a really big candle store. “Yankee Candle Village – Quite an Unusual Place” was
born, reflecting the old fashioned village environment and capturing the magic of the utterly unique attractions
within. Through an integrated marketing campaign that was more tourism than retail, it took only four months for our
efforts to result in dramatic increases in visitation and a sales increase of 12% over the previous year. Then, we relit the campaign down south, helping open and position their second flagship location in Colonial Williamsburg, Virginia.